Calvin Klein’s former boy toy Nick Gruber has found a new way to associate himself with his ex-lover.

Calvin Klein Underwear last week launched a social media campaign encouraging the designer’s fans to post sexy photos of themselves wearing Calvin Klein skivvies to Facebook and Instagram with the hashtag #mycalvins.

So far, pop singers and models who have uploaded selfies in their undies include Miranda Kerr, Lara Stone, Trey Songz, Fergie, Iggy Azalea and Cody Simpson. But fashion insiders were snickering this week when Gruber also posted a shirtless photo of himself to Facebook and Instagram wearing Klein briefs with the #mycalvins hashtag.

After his 2012 split with Klein, a book proposal for a tell-all by Gruber had been circulating, but he later claimed it was shopped by a former adviser without his consent, and said he “would never do something like that or hurt someone that I love.”

Gruber had no comment on his underwear image. A Klein rep said, “Thousands of people have responded to the campaign’s call to action.”